Thirty days out is a month too late
By the time your renewal letter arrives, most residents who intend to leave have already viewed somewhere else. The sequence has to start while you're still the only option they're considering.
What's different here
Renewal communication in this industry is almost universally a single letter about price, sent a month before expiry, and it arrives after the decision. Moving the sequence months earlier and leading with something other than rent changes what it is: an opportunity to resolve the reasons people leave while there is still time to resolve them. That's a lifecycle program, and it belongs to marketing even though everyone treats it as administration.
Trusted by teams at
What email marketing looks like for brokerages, property managers and proptech platforms.
These are the plays that wouldn't appear on a generic email marketing page. They only make sense in real estate & proptech.
Start at month nine of a twelve-month lease
Open on maintenance, improvements and renewal options, not a number. The price conversation still happens, later, in a context where the resident has been reminded that things get fixed. Leading with rent invites a comparison with the market and nothing else.
Segment by maintenance responsiveness
How quickly someone's requests were resolved is consistently the sharpest predictor of renewal behavior we can measure. Residents with a poor service history need a different sequence and, more importantly, an operational fix. Sending them a cheerful renewal offer is worse than sending nothing.
Run a landlord program, not just a tenant one
For managers, losing a landlord loses a whole portfolio at once, and most communicate with owners only when something goes wrong. A regular, informative owner update (market conditions, portfolio performance, what was maintained) is the highest-value email in this business and almost nobody sends it.
Reactivate the database on a cycle-length clock
Past buyers, sellers and enquirers transact again on a horizon measured in years. A light, useful sequence keyed to that horizon costs almost nothing and reaches people at the point competitors have forgotten them.
What holds brokerages, property managers and proptech platforms back
Portals own your demand
A large share of inquiry arrives through listing portals that charge for access to customers who are, in effect, theirs. Every year that dependency deepens, the negotiating position weakens, and the cost per lead rises regardless of what you do.
Vacancy cost is invisible
The cost of an empty unit (vacant days, turnover, re-leasing fees and the discount to fill it fast) sits in operations, while the marketing budget sits in acquisition. The two numbers rarely appear on the same page, so retention never wins the argument.
Local search across many locations
Multi-office brokerages and multi-site managers compete in dozens of local results simultaneously. Most run one generic site and a set of near-identical location pages that rank for nothing, which is a structural problem, not a content problem.
The transaction cycle outlasts the attribution window
Someone browsing today may transact in eighteen months. Any measurement built on a ninety-day window will conclude that brand and content do nothing, and the budget will move accordingly.
Same rigor, applied here.
The full email marketing scope and process are identical whoever the client is. What changes for real estate & proptech is the tactics above, not the delivery model.
What's included
How it runs
- 01Audit — Week 1
- 02Fix deliverability — Weeks 1–2
- 03Build the flows — Weeks 2–6
- 04Campaigns & segmentation — Ongoing
- 05Grow & optimize — Month 2+
Real Estate & PropTech results, in detail.
Full case studies with the numbers, the mistakes, and the recommendations clients didn't want to hear.
Scoped like the core service, no surcharge.
Every engagement is quoted from your actual brief. There's no vertical surcharge for this combination. Request a quote and we'll scope it properly.
Flows
Build the automated backbone once, keep the revenue.
Scoped to your brief
- Deliverability audit & fixes
- 8 core flows built
- Segmentation setup
- Templates & design system
- 30-day optimization
Managed
Full ongoing email and SMS management.
Scoped to your brief
- All flows built & maintained
- 8 campaigns/month
- SMS integration
- Continuous A/B testing
- List growth optimization
- Deliverability monitoring
- Monthly strategy call
Lifecycle
Complex lifecycle programs and enterprise CRM.
Scoped to your brief
- Advanced lifecycle mapping
- 16+ campaigns/month
- Predictive segmentation & RFM
- Loyalty program integration
- Multi-brand / multi-region
- Dedicated lifecycle strategist
All engagements start with a free audit. Prices exclude media spend, which you pay directly to the platforms on accounts you own.
Real Estate & PropTech questions, answered straight.
Price sets the ceiling on what retention can achieve; it doesn't determine the outcome on its own. Residents accept an increase from a manager who fixes things quickly and leave over a smaller one from a manager who does not. In the work we have done here, the clearest split in renewal behavior tracked maintenance response times, not the size of the increase. That means the most effective retention email is often a report on something that got fixed months earlier.
Other services for brokerages, property managers and proptech platforms
Let's talk about your growth constraint.
By the time your renewal letter arrives, most residents who intend to leave have already viewed somewhere else. The sequence has to start while you're still the only option they're considering.
Our commitment: If your automated flows don't pay back our build fee within 90 days, we build the next set of flows free.